Have you ever been absolutely certain you’re paying attention, only to realise later that you missed something glaringly obvious? We like to think we see the world as it is, but our brains often fail us in surprising ways.
To illustrate this, I’d like you to take a short test. Watch the video below and follow the instructions carefully.
What did you miss?
What you just participated in was part of a groundbreaking psychological study that reveals how easily we miss things, even when they’re right in front of us. This phenomenon, known as inattentional blindness happens when focusing on one task blinds us to unexpected details.
In 1999, psychologists Christopher Chabris and Daniel Simons conducted this experiment using the video above. The shocking result was about 50% of participants failed to notice the gorilla walking through the scene.
If you missed it, don’t feel bad, so did I. But that’s okay because our brain was doing exactly what it’s designed to do, prioritise the task at hand and filter out “irrelevant” information.
A classic example of paying attention but missing something obvious is Road Blindness, when you’re driving on a familiar journey and suddenly “snap out of it” realising you don’t remember large parts of how you got here.
You were technically paying attention. You were steering the car, stopping at red lights and getting to where you needed to. But your brain was on autopilot, relying on System 1 thinking all the while your System 2 thinking wasn’t engaged, leaving you with little conscious memory of the drive.
Our brains are remarkably efficient, automating repetitive tasks to free up mental energy for new or complex problems. However, this efficiency comes with a trade off as it makes us open to missing critical details, just like in the Invisible Gorilla experiment.
But what does this mean for us as marketers?
The role of system 1 and system 2 in consumer attention
Psychologist Daniel Kahneman’s Thinking, Fast and Slow offers a useful framework to understand how inattentional blindness plays out in our everyday decisions. Kahneman describes two systems of thinking:
- System 1: Fast, automatic, and intuitive. This governs routine, habitual actions like shopping for familiar products or glancing at adverts while driving.
- System 2: Slow, deliberate, and analytical. This kicks in when we encounter something unfamiliar or challenging, requiring more effort and focus.
For most consumers, System 1 dominates, especially in routine tasks like shopping or commuting. They process messages quickly, often without much thought. As marketers, it’s our job to craft messages that fit into this fast system, while occasionally disrupting it enough to engage System 2 and drive deeper attention.
John Lewis is a good example of combining System 1 and System 2 strategies. For most of the year, their marketing operates in System 1 mode, with consistent branding, colours, and messaging across their “Always On” campaigns. This ensures they remain recognisable and familiar to consumers, building trust and loyalty over time.
However, the real genius lies in how they switch gears during the festive season. Each year, the highly anticipated John Lewis Christmas ad cuts through the noise by engaging System 2 thinking. These ads are emotionally charged, creatively novel, and designed to make you stop and think, whether it’s the heart warming story of “The Man on the Moon” or the lovable Monty the Penguin.
The emotional storytelling jolts consumers out of their habitual mindset, prompting deeper engagement with the brand. It’s a classic System 2 moment where viewers are compelled to watch, feel, and connect with the message, making the brand memorable and creating a lasting impression.
So, how do we ensure our brands aren’t overlooked? Here are three strategies:
1. Harness System 1 with Distinctive Assets
Simple, recognisable branding is key. Use distinctive assets like colours, logos, or taglines consistently across all touch points to build familiarity, even with distracted consumers.
2. Disrupt System 1 to Engage System 2
While System 1 governs habitual decisions, surprise or novelty can interrupt the automatic process and shift attention to System 2. For instance, an unexpected twist or humour in your advertising can make consumers pause and engage with your brand.
3. Repeat, Repeat, Repeat
Repetition is your best friend. Consistency in messaging across campaigns, platforms, and formats reinforces memory. This applies not just to billboards, but to every touchpoint from packaging to social media.
